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Para posicionar una marca, primero tenemos que encontrar un espacio en la mente del consumidor. Este espacio, se llama categoría. Una categoría, es una etiqueta, una esencia.

Cuando una marca no define cuál es su negocio, su core business, la marca se pierde en ambigüedades.

La axiología empresarial, que incluye misión, visión y objetivos, ayuda a que las marcas sepan hacia dónde van. Además, el eslogan, que es el apellido de las marcas, sirve para contar a qué se dedica la empresa, actividad que no tiene que realizar el nombre mismo.

El naming, el proceso de bautizo de una marca, tiene que tomar en cuenta qué letras, vocales o consonantes, ayudarán más al usuario a pronunciar el nombre. Una marca es fonética y fonológica, lo cual quiere decir que tiene que lucir bien ante la vista y ante el oído.

Los colores de la marca, que son los gestos de la luz, tienen que servir para eliminar el ruido en la logósfera o atmósfera informativa. La marca, la imagen y la identidad o el pretexto, el texto y el contexto, hacen que un logotipo sea algo más que un símbolo o que un ícono: hacen que sea un mundo con sus propias reglas.

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